I’ve not heard anyone disagree that this is a good thing. There were many people at the event who were passionate about user centred services and about designing end to end services. Why is user research not given the priority it needs and why do we still continue to pay little attention to it when undertaking transformation activity and service redesign?
user’s point of view – from the very beginning of how users become aware the service exists, to the very end of them leaving it. But what makes service design different from just thinking about the user journey, is also the need to design the service from front to back.